Emirates Airlines has launched a new global brand platform and direction themed, “Hello Tomorrow”, to position the global airline as the enabler of global connectivity and meaningful experiences.
The new brand is part of an integrated marketing communications campaign, with a new brand promise; being embarked on by the airline in its evolution from a travel brand to a global lifestyle brand.
A statement issued in Accra on Tuesday by Strategic Communications Africa (StratComm Africa), Communications consultants for Emirates in Ghana, said “Hello Tomorrow” which reflects an effort to target a younger audience, is designed for the age of consumer engagement and empowerment, and about inspiring people to greet tomorrow’s unlimited potential, now.
The statement explained that “hello” was a greeting or an invitation to a person, a place or an experience while “tomorrow” meant a time, place or state of mind- the unlimited possibility of the future, thus Emirates was extending an invitation to try the unfamiliar, create new ideas and form new visions.
Sir Maurice Flanagan, Executive Vice Chairman of Emirates Airline and Group, said the theme encapsulated the potential and embracing the future with all it held.
"Our new corporate image and global marketing campaign both underline the confidence we have in our existing products and services, and the vision we have for the future growth of the airline," he said.
“Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’s hopes, dreams and aspirations. Emirates is connecting people and cultures, creating relevant and meaningful experiences that are shaping the world,” he added.
“Emirates represents these global individuals who we call ‘globalistas’ – they are our customers and also our multi-cultural work force which is made up of more than 45,000 people from over 165 different nations”
Globalistas, he explained, represented individuals who were looking and living for new experiences, who were well-travelled or had aspirations to join the ranks of the well-travelled.
The ‘globalista’ is not defined by typical demographic statistics but by the places they have visited and the experiences they have shared. They embrace the unlimited possibility of the future and are open to an invitation to try the unfamiliar, adding, Emirates is the brand that is enabling this global lifestyle.
The “Hello Tomorrow” campaign was created with Emirates lead communications partner, Strawberry Frog; the world's first Cultural Movement agency.
Mr Scott Goodson, Chairman of Strawberry Frog, said they were building on decades of innovation in Emirates marketing, to launch this new and innovative movement for the world’s most thoughtful and incredible brand.
“This bold next step for the brand will offer people who love the brand or want to experience the brand, inspiration to participate in this brave new world and spark new connections and experiences achieved through travel” he stated, adding “The ‘Hello Tomorrow’ campaign is at the vanguard of the trend for global brands to spark movements, not simply do advertising, connecting people, communities and encouraging them to join together to make a positive impact on society.”
Emirates airline launched with just two aircraft in 1985 and has grown to its current status as one of the world’s fastest growing airlines with 171 wide-body aircraft including the world’s largest fleet of Boeing 777s and A380s. A brand synonymous with luxury and innovation, Emirates was the first to offer in-flight telephony across all classes, individual TV screens on every seat, First Class suites and an onboard Shower Spa on its A380 aircraft.
From its home base in Dubai, Emirates is geographically located within an eight hour direct flight of 75 per cent of the world’s population – more distant routes like the Americas are connected to the Dubai hub with long range aircraft that fly the distance direct.
The campaign which was launched today, features print, TV, digital advertising including some iconic billboards in New York’s Times Square and Milan’s central train station. A series of vibrant messages that represent the spirit of Tomorrow – Tomorrow Brings Us Closer to; New People, New Experiences, New Styles, New Friends, will bring Emirates’ new vision to the marketplace. Emirates website has also been refreshed to reflect the “Hello Tomorrow” messaging.**
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